Best toilet roll 2024

Getting the best toilet roll means you avoid flushing money down the loo by overspending on toilet paper that turns out to feel rougher than sandpaper or means you need to use more sheets than you'd like.

Our first test of toilet roll has dug into the most popular toilet rolls from high street retailers, and well-known brands such as Andrex, Cushelle and Nicky.

To find the best toilet paper, each roll was assessed and measured for comfort, strength, how well it absorbs water and how easily the toilet paper dissolves, reducing the risk of clogged pipes.

On top of that, we counted the number of sheets and measured the length of each sheet.

Four toilet rolls cleaned up in our tests and get our Best Buy recommendation. 

The most absorbent roll held about 80% more water than the least, and the strongest toilet paper withstood double the force before ripping than the weakest. 

The best toilet paper

Only logged-in Which? members can view the toilet paper test results below. 

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The toilet paper we tested

All the toilet rolls we tested are listed in alphabetical order below. Where to buy links to nine-pack sizes of each toilet roll, unless otherwise indicated.

Only logged-in Which? members can view the best toilet rolls from our tests.

Join Which? to get instant access to our test results and Best Buy recommendations below.

Aldi Saxon Soft toilet tissue

Available from Aldi (£1.99)

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Number of sheets per roll 200

Need to know Two-ply; size of one sheet (L x W) 12.2 x 10.3cm; available in nine-pack size

Amazon Embossed toilet tissue

Available from Amazon 18-pack (£7.59)

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Number of sheets per roll 200

Need to know Two-ply; size of one sheet (L x W) 12.3 x 9.8 cm; available in 18-pack and 45-pack sizes

Andrex Classic Clean toilet tissue

Available from Amazon (£4.95), Wilko (£4.99), Sainsburys(£5.95), Tesco(£5.95)

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Number of sheets per roll 190; 300 on mega rolls

Need to know Two-ply; size of one sheet (L x W) 12.4 x 10.3cm; available in four-pack, six-pack, nine-pack, 12-pack, 18-pack, 45-pack and 48-pack sizes; mega rolls available in nine-pack, 12-pack, 18-pack and 36-pack sizes

Asda Shades So Soft toilet tissue

Available from Asda six-pack (£4.50)

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Number of sheets per roll 360

Need to know Two-ply; size of one sheet (L x W) 11.8 x 9.9cm; available in two-pack, six-pack and 12-pack sizes

Cushelle Original toilet tissue

Available from Tesco 50% longer six-pack (£5.85), Asda 50% longer six-pack (£6.25), Morrisons 50% longer 6-pack (£6.25), Sainsburys 50% longer 6-pack (£6.25)

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Number of sheets per roll 180; 270 on 50% longer rolls; 360 on tubeless rolls

Need to know Two-ply; size of one sheet (L x W) 11.8 x 10.4cm; available in four-pack, nine-pack, 12-pack, 16-pack, 24-pack and 32-pack sizes; 50% longer rolls available in six-pack, 12-pack and 16-pack sizes; tubeless rolls available in six-pack, eight-pack and 12-pack sizes

Kirkland Signature Triple Satin toilet tissue

Available from Amazon four-pack (£5.75), Amazon 40-pack (£28.50), Costco 2 x 40-pack (£47.78)

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Number of sheets per roll 240

Need to know Three-ply; size of one sheet (L x W) 12.4 x 10.8cm; available in four-pack, 40-pack and 440-pack-pallet sizes

Lidl Floralys Classic Soft toilet tissue

Available from Lidl in-store only (£2.19)

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Number of sheets per roll 220

Need to know Two-ply; size of one sheet (L x W) 12.1 x 9.9 cm; available in four-pack, nine-pack and 24-pack sizes

See more every day essentials: best washing-up liquids, best laundry detergents, best bathroom cleaning sprays and multipurpose cleaning sprays

Marks & Spencer Super Soft toilet tissue

Available from Marks & Spencer 4-pack in-store only (£2)

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Number of sheets per roll 200

Need to know Three-ply; size of one sheet (L x W) 11.1 x 10.1 cm; available in four-pack size

Morrisons Oh So Soft toilet tissue

Available from Morrisons double roll six-pack (£3.85)

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Number of sheets per roll 190; 380 on double rolls

Need to know Two-ply; size of one sheet (L x W) 12.2 x 10.0 cm; available in four-pack, nine-pack and 24-pack sizes; double rolls available in two-pack and six-pack sizes

Nicky Soft Touch toilet tissue

Available from Amazon 32-pack (£6.91), Iceland 32-pack (£9) and Sainsbury's 32-pack (£9.25)

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Number of sheets per roll 190

Need to know Two-ply; size of one sheet (L x W) 11.0 x 10.5cm; available in 32-pack size

Sainsbury's Super Softer toilet tissue

Available from Sainsburys (£3.75)

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Number of sheets per roll 190

Need to know Two-ply; size of one sheet (L x W) 12.4 x 10.3 cm; available in nine-pack and 16-pack sizes

Splesh Soft and Quilted toilet roll

Available from Splesh 12-pack (£7.99), Amazon 60-pack (£23.99)

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Number of sheets per roll 135

Need to know Three-ply count; size of one sheet (L x W) 11.1 x 10.0 cm; available in 12-pack, 24-pack, 48-pack, 60-pack, 72-pack and 120-pack sizes

Tesco Luxury Soft toilet tissue

Available from Tesco 50% longer rolls 6-pack (£3.15)

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Number of sheets per roll 220; 330 on 50% longer rolls; 440 on double rolls

Need to know Two-ply; size of one sheet (L x W) 11.7 x 9.7 cm; available in four-pack size; 50% longer rolls available in six-pack size; double rolls available in 12-pack size

Waitrose Essential White Ultra Soft bathroom tissue

Available from Waitrose (£5)

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Number of sheets per roll 240

Need to know Two-ply; size of one sheet (L x W) 12.4 x 10.3cm; available in four-pack, nine-pack, 16-pack and 24-pack sizes

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How we test toilet roll

We test the most searched-for brands and supermarket own-brand toilet rolls.

We buy every toilet roll we test – no freebies from manufacturers – meaning our reviews are honest and unbiased.

Comfort

We recruit a panel of testers. Each tester tries every single toilet roll, ranking them from most to least comfortable. 

No toilet roll has been found to be unbearably rough by our testers (yet), but all testers agree there is a big difference between the best and worst.

Strength

• Each toilet roll is tested for strength against ripping and against being punctured.
• We rip and puncture multiple sheets, and use a force gauge to accurately compare each toilet roll.

The best toilet rolls for strength can take about double the force before ripping or puncturing compared to the weakest in our tests.

Absorbency

We slowly add water to each toilet roll to measure exactly much water each can absorb before becoming saturated.

The best toilet rolls we test can hold about 80% more water compared with the least absorbent in our tests.

Dissolvability

We use an electric whisk on multiple sheets of toilet roll in a fixed volume of water and compare how well each toilet roll dissolves in a set time.

All toilet rolls we've tested so far have dissolved well, but the best toilet paper breaks apart into very small pieces and leaves the water cloudy, rather than clear with big chunks of paper left in it.

Size of roll

• We count the number of sheets on each toilet roll and measure the length and width of each sheet.
• We also record the ply count of each toilet roll.

We found that a higher ply count may give a more comfortable toilet paper but doesn't necessarily mean it will be stronger or more absorbent than lower ply count toilet roll.

All toilet rolls, bar one, that we've tested have the number of sheets advertised on the roll.

Find out more about how Which? is not influenced by product manufacturers or retailers and how your support helps us to stay editorially independent.

Is there VAT on toilet rolls?

We've seen a lot of people searching for the answer to this question and the short answer is yes, VAT is charged on toilet rolls.

There have been petitions to remove VAT from toilet rolls, as some argue that it should be exempt because it's an essential item, but it is currently subject to VAT.

What is the best toilet paper for not clogging?

Unblocking a clogged drain is a pain, but a clogged toilet is also a grim task.

Only using the sheets you need, or a mid-use flush (although that uses more water) can limit the amount of paper going down the drain in one go, but using a toilet paper that dissolves quickly also helps.

All toilet rolls we've tested dissolve well, breaking apart in a matter of seconds, but some have almost completely dissolved by 10 seconds, whereas the least dissolvable in our tests still had larger chunks of paper remaining intact. 

Remember not to put kitchen roll or paper tissues down the toilet, as they're not designed to break down in the same way as toilet paper.

Best kitchen drain unblockers and best shower drain unblockers

What is eco friendly toilet paper?

On this page you can see the results of our testing of the most popular toilet rolls from leading retailers. 

These tend to be their cheapest option and not specifically marketed as sustainable choices. However, some of the rolls we test do make environmental claims on their packaging.

Most brands use FSC certified paper (more on this below) and some contain a mixture of recycled and virgin paper.

Long-lasting rolls - those with more sheets that last you longer - mean fewer inner cardboard tubes need to be used and thrown away, and make transportation more efficient.

What makes some toilet roll more or less sustainable than other options is a complex issue, however.

On the whole, using virgin paper stock for something we use so fleetingly and throw away is the least sustainable choice.

However, it should be said that there are lots of other factors that make up the overall carbon footprint of toilet paper such as whether the factory making it is powered by renewable energy and how the toilet paper is transported from factory to shops or people’s homes.

Many brands and supermarkets use some recycled paper content into their rolls, and some use 100% recycled paper but we haven’t tested any of these 100% recycled rolls yet.

There are also some brands using alternative fibres, particularly bamboo, as an alternative to virgin wood pulp.

Which testing finds some bamboo toilet paper actually made with wood. 

Most toilet paper brands made from wood pulp carry FSC mix certification which means the paper is made from a mix of sustainably grown timber and controlled wood (wood with a low risk of being illegal, genetically modified, or that threatens existing forest).

To find out more about the FSC and the different types of certification it offers read: What is FSC and should you trust it?

In general claims to use a percentage of recycled plastic for toilet roll packaging should be seen in the context of the whole product.

It’s not a bad thing but packaging only makes up a small part of the toilet roll’s overall carbon impact.

The Plastic Packaging Tax means brands have to use at least 30% recycled packaging or are subject to a levy.

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